Describe the types of questions featured in SPIN selling.
What will be an ideal response?
SPIN is an acronym that refers to the questions that feature most prominently in successful sales calls:
Situation questions are designed to obtain background facts about the buyer's current circumstances. Answers to effective situation questions provide a starting point for deciding which potential problems and dissatisfactions to explore.
Problem questions ask about buyers' problems, difficulties, or dissatisfactions with an existing situation. Problem questions clarify and make more explicit buyers' implied needs. They provide the raw material upon which to build the rest of the presentation.
Implication questions ask about the consequences or effects of the buyer's situation. They show that the buyer's problem is significant enough to justify action. Implication questions help transform problems into explicit needs in the mind of the buyer and expand the perceived value of finding a solution.
Need-payoff questions are designed to get the buyer thinking about the value of finding a solution to the problem. By focusing on the solution, need-payoff questions reduce objections, moving the discussion toward action and commitment.
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